Video Marketing

What is the definition of video marketing? Benefits, strategies and best practices for using video in digital marketing, ads, and promotion.

Featured Video Marketing Resource

What is Video Marketing?

Video can be used to achieve a wide range of marketing goals, in content marketing, online advertising, social media, and many other digital marketing contexts. 

In an increasingly digital world, where people are consuming more content than ever before, video gives your message an opportunity to stand out from the competition, and with a proper video marketing strategy, video can have a massive impact on your most important KPIs.

Video marketing means many things to many people.

For some, video marketing means investing in a single video; maybe an event video, a corporate or product video, an explainer video, or even a viral video.

At Thoughtcast Media, we believe video can and should play a much larger role in your broader marketing strategy. Marketing channels come and go, but when it comes to how content is consumed, there’s no denying that video is the future.

Investing in the production and advertising of a single video can garner incredible results, and can even put a company on the map (Dollar Shave Club being everyone’s favorite example). However, putting all your eggs into one video is risky business, and this approach almost necessitates a massive ad budget.

On the other hand, learning the skills to make video a core, programmatic part of your marketing strategy, positions you and your company for marketing success, now and long in to the future.

Even if you never pick up a camera, being able to deploy, distribute and promote video content, is going to be increasingly in-demand.

Explore the video marketing resources found here, and learn the skills you need to start benefiting from video.

Video Marketing Statistics

of marketers say video has helped them increase sales
of marketers say video increased dwell time on their website
of marketers say that video helped them reduce support queries.
of businesses use video as a marketing tool

Why Use Video Marketing?

Video content is in more demand than ever, and this trend shows no sign of slowing down.

Content production (of all kinds) is also at an all-time high, giving those early to adopt a video-first content marketing strategy the opportunity to consistently outperform the competition that fails to make video a significant part of their marketing strategy.

Video does one thing that no other type of content can.

Through storytelling and deep emotional connection, video is able to connect with people on a more human level. And when it comes to marketing, that spells success, in the form of awareness, leads, and conversions.

Video Marketing Illustration
of people have been convinced to buy after watching a brand’s video
of people say they’d like to see more video content from brands

Benefits of Video Marketing

Traffic and Awareness

Video is great at getting attention, conveying your message, and attracting clicks. Search and social algorithms love video as much as people do, making it easy to increase your search presence and expand your social reach. People are also far more likely to engage with video content, and to more fully consume and retain your message.


Video generates engagement from your audience unlike any other type of content. No matter where people are consuming your content, or what stage of the marketing funnel they’re in, video is able to deliver the engagement you need to move customers down the funnel. Video can enhance your marketing performance on all channels, including; your website, email, social, sales, pay-per-click campaigns, and more.

Lead Generation and Nurturing

It’s easier to convey information and build rapport with video, making it a particularly strong tool for demonstrating the value of your offer, and getting prospects to provide the information you need to qualify them. Video also has the unique ability (with certain video platforms) to show you exactly what parts of your content were consumed, enabling you to provide a highly personalized and optimized experience.

Growth and Sales

Marketers who use video are growing company revenue 49% faster year-over-year than those who don’t, says the Aberdeen Group. This can again be contributed to video’s ability to engage, convey information, build trust, and all the other benefits mentioned.

Ways to Use Video in Marketing

Video is effective in a wide variety of marketing contexts. No matter where or how you use it, you can count on it to enhance your results. Here are some of the most common ways to use video.

On your website

The addition of video is a sure-fire way to enhance the on-site performance of your website. Adding video to core pages of your site can lower bounce rates, increase time on site, and even improve search rankings. Used strategically, video is very effective at getting visitors to take action, and complete key conversions along the way to becoming a customer.

On your blog

Almost every company has a blog, but how many are doing video? Using video to enhance written blog content, or as part of a video-first marketing strategy, helps you stand out from the competition, and opens up new channels and other opportunities to connect with a larger audience. Provide real value in your videos, and keep them coming back for more!

Social media

Social platforms understand that video is key to keeping users on-site and engaging, which means you can attract a massive audience on social with the right video content marketing strategy. Every social network is different, but if you’re able to produce the video content they crave, the opportunities are endless.

Email marketing

Simply adding “video” to your email subject lines can provide a quick boost to your open rates, and delivering a relevant video in the body of your email will turn those opens into clicks, views, and maybe even conversions. Whether as part of an automated email marketing campaign or an outbound sales effort, video is incredibly effective at converting email leads into customers.

Ad campaigns & landing pages

Banner Blindness is real, but video is a great at breaking through the noise, and will turn your preconceptions about click-through rates upside down. Video, with it’s ability to build trust and convey value, can also bring a significant boost to your landing page conversion rates. You’ll even be able to target and optimize your campaigns in new ways with the data that video provides.

Sales assets

Video can also serve as an incredibly effective one-to-one sales tool. Quickly shot, personalized video introductions are a great way to get your foot in the door. A well-shot and well-timed video testimonial can be used to close a sale. And there are many other ways you can used video at the final stages of your sales pipeline.

Video Marketing Strategy

Video marketing, like any other marketing discipline, requires strategy and persistence in order to be successful.

You wouldn’t publish one blog post or send one Tweet, and expect to success overnight. Even with all the power that it provides, the same applies to video. If you’re going to make video marketing work, you’ll need to put a strategy in place.

Video marketing strategy illustration

The truth about video marketing…

Video marketing isn’t always easy. Creating a compelling, informative piece of written content that gets traffic is difficult enough on its own.

Add in the complexity of cinematic storytelling, video production and the editing process, and many marketers simply won’t have the resources or the patience to create one video, let alone put a video marketing strategy in motion.

But perhaps many more marketers would adopt video, if they knew how easy it could be.

Benefiting from video content doesn’t mean you have to become the next YouTube sensation. In fact, you don’t even need to use a camera.

Video is such a powerful medium, that just a little bit of video can go a long way, and have a major impact on your bottom line.

Assess Your Video Production Needs and Capabilities 

Should you produce video content in-house, outsource it, or both?

Video Production Assessment Guide

Many businesses need outside help either producing or promoting their video marketing content. Discover the right video production strategy for you in this free guide!

Whether you just want to dip your toes in the water of video content marketing using free or cheap tools, or are ready to spend $50,000 trying to create the next viral hit, video has the power to jumpstart or breathe new life into your marketing strategy.

What’s the right video marketing strategy for you?

Finding the right video marketing strategy comes down to what you want to accomplish, and the resources you’re willing to invest to get there.

When developing a video marketing strategy you need to consider two things:

  1. What you want to achieve, and how you’re going to measure your success
  2. Your current video marketing capabilities, and the resources you’ll need to invest to achieve your goals

From here, it’s all about striking a balance between the two, to deliver the short-term return on investment you need to more fully commit to video.

The video marketing needs and capabilities self-assessment will help you do just that.

At Thoughtcast Media, we’re big advocates of video-first marketing strategies, though we do realize that this level of commitment to video isn’t practical, especially if you’ve never worked with video before.

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Creating a video marketing strategy for your business

  1. Define your marketing goals, and how you’ll measure success
  2. Determine your video marketing capabilities
  3. Figure out what videos you’ll create
  4. Build a team responsible for video production and promotion
  5. Develop a video marketing campaign strategy

Creating Video Content

If you used our video production needs and capabilities assessment, and determined that you need outside support to produce video content at the volume and quality that you need, then you have a big question ahead of you:

What kind of video marketing support do you need?

There are many different ways to approach video content production.

  • You can do it yourself with just a smartphone and a combination of free tools (or invest much more if you prefer).
  • You can hire a video production studio to produce really stellar looking videos, but at a high cost, and you’re left to your own devices on the marketing side of things.
  • Or you can get the support of a video marketing agency, that can help you fill in the gaps when it comes to both video production and marketing.

Every option has it’s own pros and cons, and the right one for you will depend on what you wish to accomplish, and how willing you are to invest in the success of your video marketing initiative.

Get our buying guide, or use this handy tool to find the right kind of video marketing partner for you.

Video Marketing Webinars